On the perceived usefulness of scaling techniques in market analysis

This study examines the perceived usefulness of alternative spatial and tree-based similarity scaling techniques in a market analysis task. These techniques are typically evaluated on their ability to fit or explain customer input data. The psychological reaction of individuals who use these techniques to analyze markets has been largely ignored. The study reveals that spatial representations are perceived as more useful than tree-based clustering techniques, even though the latter provide a better fit to customer perceptions. The results have implications for both the use and development of scaling techniques in psychology and marketing. © 1996 John Wiley & Sons, Inc.     

Consumer Interest and Health Reform: The Logic of Withdrawal from Managed Competition

We propose six tasks Colston Warne would urge in addressing health care reform: (1) skepticism about advertised claims, (2) independent testing and appraisal, (3) minimizing barriers to consumer access and choice, (4) maximizing quality, (5) evaluation of fairness, and (6) assessing consumer empowerment potential. Such an exercise would likely have led him and should lead us to advocate single-payer health reform. Consumers are the key to breaking through the grid-lock blocking health reform, and single payer is the key for unlocking the democratic dialogue needed for moving forward. Thus we need to stop “fighting over the bill”and instead begin building a better health system.     

Adult and Teenage Use of Consumer,Business, and Entertainment Technology: Potholes on the Information Superhighway?

Adults and teenagers were surveyed to determine their use and ownership of 32 consumer, business, and entertainment technology devices. Demographics, technology experience, and “technophobia” were examined as potential discriminators between Confident Users, Hesitant Users, and Nonusers of each technological device. Results indicated that older, technophobic adults with little computer training and lower income, black and Hispanic, technophobic teenagers did not use most technological devices.     

Middle-School Children's Sources and Uses of Money

Despite their growing economic power, children's acquisition and use of money rarely has been investigated in academic research, although it has been a frequent topic in the media. This study (1) describes sources and uses of money children (age 10–15) receive; and (2) investigates the association of children's uses of money with their age, gender, family structure, and sources of money. The sources of money are associated with children's uses of it, but age, gender, and family situation do not relate to the way they use money. Consumer education should focus on the sources of children's money in relation to the way they use it.     

The Impact of Comparative Food Price Information on Consumers and Grocery Retailers: Some Preliminary Findings of a Field Experiment

There is reason to believe that consumers face a difficult task in securing adequate and accurate information upon which to judge relative price levels of competing foodstores. The objective of the research reported here was to investigate the potential of retail food price reporting for correcting this information problem. Both consumer and grocery retailer responses to this comparative food price information were analyzed. A pretest-post-test design with four pairs of experimental-control cities (with replications at two levels of concentration) was employed to collect price data. A modified Solomon-four group design was used for surveys of food consumers in experimental and control cities. The results of analysis of variance models lend support to the hypothesis that price reporting can lower the relative level of food prices, both for items individually identified in a price report and items not identified in the report. The magnitude of this effect varied among the cities. It appears that consumers' role in this experiment was a passive one: consumer behavior and patronage patterns did not change in a manner that would consistently reinforce the competitive effects of the price reports.